Levi's

What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and everyday men and women, these functional pieces were the clothes people not only worked in—they lived their lives in, too.

Levi’s jeans have a legacy that dates back almost 170 years. These jeans were once designed as practical workwear with rivets on the pockets to ensure their durability have evolved into everyday wear.

Denim, and jeans in particular, were once seen to be anti-establishment as jeans did not conform to the outfit etiquette of the day. They were even banned in schools – which only added to the fervour with which teenagers embraced them and made them even more popular!

The story behind the origins of Levi’s is so modest and unassuming. There was a need for suitable workwear to be made for labourers on the farms and mines of America's Western states in the late 19th Century.

Of all items of clothing, few have surpassed the bridge from function to style quite like denim jeans. Easy to wear, wallet-friendly, super comfortable, and extremely versatile, denim has become a wardrobe staple for men and women.